PRSA Silver Anvil Case Study Search

 
Year:    
Find:  
Category/Topic:
Industry:
Outcome:

PRSA Members: Log in to view locked articles.

Not a member? Log in to view any locked articles you have purchased, or join PRSA today!

MyPRSA Login

Don’t have a MyPRSA login? Create a free account!

1-1 of 1 Result

IBM: SMARTER BRANDING FOR A SMARTER PLANET   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2010
Source: Silver Anvil Award
Product Code: 6BW-1002C13
Organization/Author/Firm: IBM Corp.
Category: Advertising - Branding / Reputation Management / Brand Management / Advertising Branding
Outcome: Building brands / Reputation management / Building brands / Reputation management
Summary

2010 SILVER ANVIL AWARD WINNER - REPUTATION MANAGEMENT / BRAND MANAGEMENT - BUSINESS - COMPANIES WITH SALES OVER $10 BILLION

Making the invisible visible. That was IBM’s challenge after it no longer sold the iconic PC products that defined its brand for 25 years. After transforming to higher-value services and software, IBM needed brand permission to address the whole C-suite. Companies were also increasingly seeking partners that could help drive business outcomes, not sell piece-parts. The solution was “Smarter Planet," a global business strategy and leadership agenda that ignited passionate conversations, created an estimated 40% growth in IBM’s addressable market opportunity and drove many new solutions – despite being launched in the midst of an unfolding economic meltdown and media agenda dominated by a newly-elected president.